Material Detail

The synthetic diamond industry was on the radar of diamond giant DeBeers as a potential disruptive technology. In 2009, after years of concerted efforts to improve its tarnished reputation as the industry monopolist, DeBeers was wondering how it should respond to the threat.

Learning Objective

To explore strategic issues that arise in markets for status goods; appreciate how a major player’s strategic moves can transform a market; and examine the source of diamonds’ value to consumers, and how that value can be shaped through DeBeers’s strategic choices.

A watermarked copy of the case can be viewed here. If you are an instructor, you can complete the form to obtain an educator's copy. Note: You can obtain multiple educator copies with one form.

This will delete the comment from the database. This operation is not reversible. Are you sure you want to do it?

Thank you for reporting a broken "Go to Material" link in MERLOT to help us maintain a collection of valuable learning materials.

If you feel this material is inappropriate for the MERLOT Collection, please click SEND REPORT, and the MERLOT Team will investigate. Thank you!

You are being taken to the material on another site. This will open a new window.

Do not show me this again